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Makeup Is Back, and It's Going Matte

Beauty

Makeup Is Back, and It's Going Matte

The feed says the clean girl is over and chaos is in. We pulled Google search data for 40+ makeup terms in the UK and US to see what shoppers are actually doing—and the biggest surprise isn't chaos. It's matte.

By Cristina Harrell · 8 October 2026

Series · Every Friday

The Friday Recap

Everything that moved in beauty, fashion and aesthetics this week — launches, activations, appointments and the odd cautionary tale, in six entries or fewer.

FRIDAY RECAP: 6 Brand Moves Worth Knowing This Week FRIDAY RECAP: 6 Brand Moves Worth Knowing This Week FRIDAY RECAP: 8 Brand Moves Worth Knowing This Week · Issue 6 FRIDAY RECAP: 8 Brand Moves Worth Knowing This Week FRIDAY RECAP: 7 Brand Moves Worth Knowing This Week · Issue 5 FRIDAY RECAP: 7 Brand Moves Worth Knowing This Week FRIDAY RECAP: 8 Brand Activations Moving Culture This Week · Issue 4 FRIDAY RECAP: 8 Brand Activations Moving Culture This Week
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18K Engaged followersHow We Scaled ASTERI Beauty to 18K Engaged Followers in 6 Months?A deep dive into how STUDIO UNA built the ASTERI Beauty universe across Saudi Arabia and the UAE—scaling a brand-new social channel...Beauty · Saudi Arabia · UAE +279% Qualified leads YoYThe Performance Marketing Playbook: How We Scaled Luxury Clinic Leads by 279%A deep dive into how STUDIO UNA overhauled Ouronyx’s Meta advertising architecture—growing qualified leads by 279% YoY while cutting cost per lead...Aesthetics · London · Dubai 3.9M Campaign impressionsThe 360° Go-to-Market Playbook: How We Launched ETC. Beauty Across Spain and FranceAn organic-first, dual-market debut for a brand with no local equity and a mandate to avoid heavy awareness spend. Borrowed authority from...Beauty · Spain · France
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